Have you ever wondered why walking into a Starbucks store feels so inviting, or how the distinct scent of leather immediately elevates the experience inside a new car? In our latest article, we explore the underutilized power of our sense of smell in the retail industry and how it subtly influences our perceptions and behaviours. We delve into the fascinating science of scents, unravel how brands like Starbucks use scent to craft unforgettable experiences and reveal the challenges and opportunities that lie ahead for digital and Direct-to-Consumer brands. We promise, after reading this, you'll never underestimate the power of a pleasing aroma. Intrigued? Step into the aromatic world of retail with us...